Eastern Europe

Retail volume sales of gum have been restored after the losses suffered during the COVID-19 pandemic, with sales coming back to more stagnant growth in 2023. By comparison, current value growth continued in double-digits thanks to retail price…

Gum continues to gradually recover from the pandemic in 2023, although retail volume sales are still declining marginally. Gum increasingly has a bad name, due to its high sugar content and bad environmental reputation in terms of disposability, and…

Marketing campaigns grew in importance for the chewing gum industry in Poland towards the end of the review period. Wrigley, the leading player in the chewing gum category in Poland, launched a campaign called "Every Smile is Beautiful" to support…

Gum is achieving positive volume and robust value sales in Romania in 2024. This is primarily attributed to consumers’ post-pandemic return to busy, out-of-home lifestyles, therefore reviving the role of gum as a breath freshener. Added to which, the…

Retail volume sales of gum saw relatively modest growth in 2023, when compared to the performance of the previous year. Chewing gum continued to account for the lion’s share of the category, as well as recording the stronger performance. Sugar-free…

Gum is seeing positive sales in Slovakia in 2024, in both volume and value sales, and in both retail and foodservice. While value is also being supported by unit price hikes, due to the commodity prices of sweeteners, volume is being supported by…

Gum is expected to register some volume growth in 2023, as consumers lead busy lives and often use gum as a breath freshener. In addition, gum is particularly popular among smokers, to remove any bad breath. The return of tourists in large number is…

Customers are purchasing more chewing gum mostly to improve their breath. Chewing gum comes in a variety of options, including sugar free, as well as new product options with other claims such as added protein and energy boosting. Bubble gum is a…

Gum in the Ukraine remains led by Wrigley (GBO: Mars) and Mondelez in 2024, with these two players consistently offering deep discounts and other attractive price promotions for best-sellers Orbit (Wrigley) and Dirol (Mondelez) in supermarkets and…

Consumer demand for hair care in Bosnia and Herzegovina remained stable in 2023 despite the inflationary climate and limitations on consumer expenditure. The resumption of hectic lifestyles and greater social contact following the pandemic has…

In 2023, styling agents, conditioners and hair loss treatments recorded the strongest current value growth rates in Bulgaria’s hair care category, followed closely by standard shampoos. The emerging trend of ‘in-depth hair care’, along with so-called…

Towards the end of the review period, local consumers adopted a more personalised, customised approach to their hair care needs. This trend first emerged during the peak months of the COVID-19 pandemic, when many people took the opportunity to…

In 2023, hair care in Estonia recorded double-digit retail value sales, driven by rising inflation, while volume growth was positive in all areas of bar hair loss treatment. Conditioners showcased strong growth in 2023, while professional hair care…

Hair care in Georgia registered moderate constant value and volume growth in 2023. However, the offering remained basic, with standard shampoo being the most popular product and little demand for products such as serums or styling agents. Hair…

The hair care market experienced a significant shift towards home treatments and wellness routines towards the end of the review period. This was driven by a combination of factors including the lingering impact of COVID-19 and rising inflation,…

Following a relatively strong performance in the year prior, demand for hair care slowed in Latvia during 2023. Retail volume sales came under pressure following the price increases, although this had a positive impact on current value growth. 2023…

In 2023, hair care in Lithuania recorded double-digit retail value sales, with retail volume growth led by hair loss treatments. As global supply chains continued to face challenges in the first quarter of 2023, price increases were put in place.…

It was a muted picture for hair care in North Macedonia in 2023, with high inflation continuing to hit profit margins and a declining population also dampening volume growth. Standard shampoo continued to account for most value sales, but more niche…

Hair care in Poland maintained its growth momentum in retail volume and current value terms in 2023. This was despite the fact that after seeing declines in 2020 due to the pandemic, current value sales had already returned to the pre-pandemic level…

In 2023, hair care in Romania demonstrated robust growth, with a low increase in retail volume terms, and a strong-single digit increase in current value terms. Current value growth was recorded across all categories, whilst a more mixed performance…